Research On Index System Of Mobile Service Quality Based On SERVQUAL Model

Since the reform and open policy, several reshuffling and reforms occurred in the telecom sector and encouraged more competition and better service. With mobile service growing rapidly, it tended to be a challenge to fixed-line service rather than the precedent of complement. Last years, telecom market stumbled into the state of saturation, under which mobile service providers chose to take service strategy to attract and satisfy customers then gaining advantage over competitors.The paper, under consideration of features and market of local mobile service, researches on the adaptation of SERVQUAL model into mobile service sector in our country and develops the index system to assess the quality of mobile service.At the first stage, the theoretical knowledge regarding the service quality domain is introduced as the basis of further research. In combination with theoretical basis, the characteristics of the industry concerned, as well as the key facters influencing service quality within this sector would be followed in terms of the practical conditionsUnder the above analysis, improved service quality measurement system would be examined. This fresh system would not only involve reconciliation of the old one, but also add updated aspects to make the measurement more accurate and informative.The new factors added to the old SERVQUAL model have already been studied and applied to other industries since 1980s. In this paper, the two factors would be considered in more depth, applied into the mobile phone service industry. The study would be including research in terms of conceptuation, validity, and measurement as well.To sum up, through qualitative methods, some possible results would be gained that including whether people are satisfied with their mobile phone service and whether the efforts on improving service quality is worthwhile. On the basis of the results, some suggestions would be reached accordingly from managerial perspective.On the whole, this paper investigates the subject regarding assessment of mobile service in our country, in combination of accepted theory and certain situation, designs the index system for measurement of mobile service. This tool, with practical meaning, would be favorable for improvement of mobile service and help enhance the strength for mobile service providers.